Constant and Consistent

Referrals from physicians and allied health partners is the absolute best way to ensure a viable practice. It is not only the most cost effective method in obtaining new patients, the patients already arrive mostly pre-qualified for both symptoms and insurance. I am frequently told, however, that lunch-and-learns and similar processes have not worked in their area.

Upon review of when face-to-face marketing has not worked, it is primarily because two key factors have not been implemented. These are constancy and consistency.

Think about the national burger chain with the clown. How often are they marketing to you? As if you have never heard of them before. They send out a constant and consistent message – almost to the point of saturation. To develop a referral base, you need to have a similar approach.

Dropping by a primary care physician’s (PCP) practice one a year is not likely to make an impact. I recommend a monthly visit. This does NOT have to be performed by the physician. Any of your team can make a quick stop. Chat with the receptionist. Speak with any of the medical assistants that may be available. Find out exactly who their outbound referral coordinator is. Sign up for their next official lunch window for a true lunch-and-learn. Drop off new brochures and/or prescription pads.

To help make the monthly visit a success, I would plan out a six month to one year campaign. Develop a small bit of information for that PCP for each month. One month could be DVT awareness information. Another month is perhaps diagnosis of venous versus arterial disease. A following month may be about compression stockings, different grades, and why they should be fitted by a specialist in your office. Give the offices something they may find of interest! It is much better than just stopping by to see if they have any new patients who may need your services.

Along with the ‘campaign’ I would plan out a route of who is seen when. Perhaps you stop by the practices to your northeast one week, northwest the next, and so on. Again, the physician may be involved if it is a planned lunch-and-learn (which are sometimes a breakfast meeting) but most of the time it does not have to be.

If your practice is in a more rural setting or is possibly gaining referrals from a more rural setting, please consider marketing to the pharmacists in those communities. Often they become a quasi-PCP in those communities. Other allied health to consider are podiatrists and chiropractors for some of the same reasons (even if not in a rural setting).

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